What's a Bluetile?
The name Bluetile was inspired by pool skating in the 80s and 90s, often adorned with bright aqua tiles around the edge of the bowl.
Bluetile
Founded in 2001 by David Toole, Bluetile is a cultural hub in Columbia, SC and beyond for all things skateboarding. In 2024, Bluetile expanded into the brick-and-mortar next door to open up Bluetile Print Studio— the screenprinting arm of Bluetile that prints merchandise for the skateshop as well as small businesses and artists in the community. To support this additional business venture, Bluetile needed some consistent, unified branding and visual identity updates that would unite both storefronts under the Bluetile umbrella brand. This project is current and ongoing.
Client
Bluetile Skateboards
Project year
2024
agency / studio
Freelance
Services
Visual Identity, Logo Design
Project Details
Bluetile Skateboards has had many logo variants over the 25 years, primarily borrowing from shirt graphics and merchandise designs. It was crucial to keep the updated logo similar to past marks in order to not lose brand awareness, but also to have the brand refresh be modern and flexible enough to work in conjunction with the newly formed print studio wing of the parent brand— especially as it grows into its own as a standalone business. We decided to make minimal typographic updates to the logos, focusing on providing more lockup options for both brands to allow for more flexibility in application. Typography system was officially defined, as well as the color palette. Bluetile product photos by Ariana Smoak and Josh Robinson.
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